Boots drives omnichannel growth with TikTok partnership

What if your digital ads could drive customers straight to your store and boost your online sales? For Boots, TikTok has done just that - and more. In a recent marketing mix modelling (MMM) study with Ebiquity, Boots and TikTok uncovered how a data-driven, TikTok-first strategy has delivered measurable growth across their media mix, from online conversions to in-store impact. The results speak for themselves - TikTok's ROI for Boots increased by 27% year-on-year, with significant returns coming from in-store sales, which is a key driver of Boots' overall revenue.

As one of TikTok's longest-standing brand partners, Boots has embraced the platform's creative and data capabilities to connect with audiences at every stage of the funnel. By leveraging MMM and, crucially, moving beyond last-click attribution, Boots has gained a more robust understanding of TikTok’s role within its broader media mix. In fact, the MMM study revealed how TikTok's full-funnel solutions are driving ROI across key channels, from boosting creator-led content performance to amplifying cross-channel synergy with TV, and driving measurable business outcomes.

Read on to discover how Boots and TikTok turned data into actionable strategy, delivering profitable growth and valuable lessons for brands looking to maximise their media mix.

A strategic partnership delivering growth and optimised ROI

Boots and TikTok's partnership has been a journey of continuous innovation, with Boots embracing new products, data insights, and creator-driven creative strategies. By integrating TikTok as a core part of their media mix, Boots has unlocked not only impressive ROI but also critical insights into audience engagement, full-funnel performance, and cross-channel synergy.

TikTok's data pipeline provides actionable insights for optimised decisions

A key element of this partnership is TikTok's granular data pipeline, which supplies Boots and Ebiquity with the insights required to make real-time, optimised media decisions. With data breakdowns by campaign, ad type, and placement, Boots can accurately assess what works best at each stage of the funnel, from awareness to conversion. This data-driven approach has equipped Boots with the agility to pivot and refine their strategies regularly. With updates every quarter, the MMM study offers Boots a continuous view of campaign performance, ensuring their media investments yield the highest possible returns.

The power of TikTok-first creative strategies

Boots has embraced a TikTok-first ethos, in particular creator-driven ads, to deepen engagement and maximise ROI. This strategy has been a big contributing factor to Boots' success, with creator ads generating 1.6x higher ROI than graphic ads when tested. This result points to the effectiveness of authentic, TikTok-first content built to resonate.

TikTok and TV as complementary forces

One of the most compelling findings from the MMM study is the synergy between TikTok and traditional media, such as television. By aligning TikTok campaigns with TV ads, Boots achieved a 1.4x boost in TikTok's ROI. This demonstrates the impact of an holistic media strategy that bridges digital and traditional media to amplify reach, engagement and, ultimately, drive sales - both online and in-store.

Key learnings

The Boots x TikTok MMM study from Ebiquity offers valuable takeaways for brands seeking to drive profitable growth. From TikTok-first creative strategies to cross-channel integration, Boots' approach provides a blueprint for optimising media investments in a way that drives both online and in-store growth. As brands look to maximise their media mix, TikTok's role as a strategic, data-rich partner is undeniable.